marketing planWord格式.docx
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marketing planWord格式.docx
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Wewillfunddevelopmentofourowngamesbyprovidingconsultingservicestocreatesimilargamesforcorporationswhoarelookingtocreatemobilegamesforpromotionalpurposes.Theseconsultingassignmentswillcomefromadvertisingsponsorshiprelationshipsthatwewillestablishwithcompanieswhoareinterestedinembeddingtheirbrandandoffersinsideourothergamesandwouldalsolikesomethingmorecustomthattheycanofferastheirowngame.Inthefirst3yearsofthebusiness,weexpectconsultingtoconstitutealargeportionofourrevenuestream.
1.1Vision
Ourvisionistoprovidepeoplewithabriefescapeoffunoverthecourseoftheirnormalday.Wedothisbyprovidingthemwithtimelyinteractivegamesthattheycanaccessontheirmobiledevices-gamesthatareeasytoplayandhavesomeconnectionwithcurrentpopculturenews.
MNGleveragesourteam'
ssoftwaredevelopmentexperiencetocreatetimelygamesquickly.Ourmarketingchallengeistoattractvisibilityquicklyandweintendtoaccomplishthisbyleveragingamulti-prongedapproachthatinvolvessocialmedia,emailmarketingandsearchengineoptimizationstrategiestogainmarketshare.Aswegaintractioninthemarketplace,wordofmouthwillliftourgamedownloadssignificantly.
1.2Objectives
1.Generateover$400,000insalesbytheendofyear1.
2.Increasesalesby100%bytheendofyear2.
3.Land4customconsultinggamedevelopmentprojectswithin12months.
2.0TargetMarkets
Ouridealcustomerisbetweentheagesof13and25whoenjoysplayingvideogamesandhasamobilephonethatallowsapplicationstobedownloaded,suchastheiPhone,AndroidorBlackberry.TheyoftenhaveanXbox,Wii,PlaystationorotherTV-basedvideogameunitathome.TheymayalsohaveaportablegamingunitsuchastheDS/DSiandotherportablegadgetssuchasaniPod.
2.1MarketDefinitionandSegmentation
Wetargettwosegments:
mobilegameusersandorganizationsthatwanttoreachthem.Inbothofthesesegments,customersarecomputerandmobilephonesavvyandenjoycreativeexperiences.
1.MobileGameUsers
Therearetwotypesofcustomersthatdefinethedemographicofmobilegamers:
teens(includingpre-teens)andyoungadults,whichforthepurposesofthismarketingplanwillincludeteenagersage18andaboveastheyareconsideredyoungadultsbythegeneralpopulationaswellasbythelaw.Theprimarydifferencebetweenthetwodemographicsegmentsiswhoprovidesthemoneyforgamepurchases.
Freemobilegames:
∙Weoffertrimmedbackversionsofourgamesforfreesothatuserscangetatasteofthefullgamewithoutcommittinganymoneyupfront.>
∙Somefeaturesoffreeversionsaredisabledandadvertisingisdisplayedinsomestrategiclocationswithinthegamesothatusersarenotbotheredordistractedbytheads.Forexample,asodacompanymaypayforasponsorshipandwemightembedtheirnameasaclickable(tappable)billboardthatappearsasifitispartofthegameitself.
Paidmobilegames:
∙Ourpaidmobilegamescontainabroadersetoffeatures.Thepricerangeisbetween$1.99and$4.99inordertocreateverylowpriceresistanceforcustomers.
∙Paidgamesarealsomonetizedviaclickable(tappable)adsponsorshipsembeddedwithinthegames.
Gamesareavailableviainstantdownloadontheirappropriatemobileplatform(i.e.,Apple'
sAppstorefortheiPhone).
2.OrganizationsThatWanttoReachYouthandYoungAdults
Additionally,thereistypicallyonetypeofcustomerwhopurchasescustommobilegamedevelopmentservices:
VPofMarketingorChiefMarketingOfficer.Theirintentistopromotetheirbrandandproductstothedemographicthatoverlapswithmobilegameusers.
2.2TargetMarketSegmentStrategy
Ourstrategyfocusesondevelopinganinitialsetoflibrariescontaininggameattributesthatcanbecombinedtocreatenewgames.Uponlaunchingthefirstsetofgames,wewillstayinregularcontactwithourcustomersvianumerousonlinemethods,includingsocialmediaandemailmarketing.Aftercreatingtheselibrariesandgames,wewillbeabletomarketfast-turnaroundconsultingservicestoorganizationswhowouldliketheirownpromotionalgames.
2.3TargetMarket:
MobileGameUsers
Ourmobilegameshaveatimelyconnectio
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